The Fair and the not-so-Lovely.
This is a post that’s been in the works for a while now. It’s about an issue that is extremely, extremely important to me. Important enough to get me absolutely livid when it’s even mentioned.
I’m referring to those absolutely lovely advertisements on the television every hour of every day, on absolutely every channel. This lovely Indian product called ‘Fair and Lovely‘. The title itself seems to imply that you can’t be lovely unless you’re fair.
I’m utterly offended by the very premise of the product.
I haven’t even BEGUN to discuss the actual advert.
I suppose it isn’t prevalent anymore, but it is definitely still present.The entire idea that being fair-skinned somehow makes you automatically attractive.
What I’ve noticed, though, is that this entire phenomenon is concentrated among those sub-cultures and areas of the country where the priority in a family seems to be to have the daughter married off, because that is when she ‘truly begins her life’, apparently, and if she is ‘unattractive’, nobody will want to marry her.
They use that terribly redundant system now used in villages- showing the potential bride’s and groom’s sides of the family pictures to decide whom they want to marry.
Yes,that’s the way to do it, instead of actually finding out what the other person is like, getting to know them, deciding whether or not you want to be with them long-term, which is actually what happens in the system known as ‘arranged marriages’.
Though I am completely against the very idea of ‘arranging’ a marriage, I must admit that it has become nothing more than families setting their children/siblings/cousins up with potential suitors. I find the whole idea horrendous, though. If at some point in my life, I am looking for love, I’d rather find it by myself.
Back to the Fair and Lovely advert.
They’ve been getting progressively worse over the years, but I saw about the worst one I’ve seen just two weeks ago, while I was watching an India-Australia test series.
It depicted this young girl, perhaps only a few years older than I, riding a bicycle. Funnily enough, Queen’s Bicycle Race immediately came to mind. The girl then sat down at the edge of her little brother’s bed, and pointing out the window at the huge mansion across the road from their own (decently-sized, and by no means spartan) lodgings, said “Someday, I will buy us a house that’s THAT big.”
The little boy looked at her, makes a face, and said that since there was ‘no money in cycling, she should try tennis instead’. When he said that, two things came to mind. First, I wanted to go up to the inane writer and ask him if he knew who Lance Armstrong was. ‘No money in cycling’ indeed.
My second issue was that I found it absolutely stupid that he was suggesting she take up tennis, considering Sania Mirza‘s worldwide show of ‘talent’. She played about 5 games decently, and then decided she wanted to focus on doing advertisements and promotions instead, thus forgetting all about this lovely thing known as practice.
A couple of years into her career, all she was famous for was for her personal life and endorsements, which is pitiful,really, because she was talented, beyond a doubt.
She just needed to nurture it, which she forgot about somewhere down the line. Perhaps she could’ve taken pointers on how to balance her career and endorsements from the Williams sisters, but I suppose that’d be like asking a random intelligent person to emulate Albert Einstein. Quite unfair.
The girl in the advertisement then proceeded to continue with her bicycling career (shock, horror!) but this time, something’s different. What is ‘different’ this time, you ask?
This time round, you see, she uses a ‘fairness cream’, one that shows you how fair you’re getting. The girl gets progressively fairer (and, I’m supposed to assume, as a result, more beautiful). She’s offered a multitude of endorsement contracts- perfumes and fragrances, cars, books, airlines, food, you name it, and of course, she gets rich.
They then (mercifully) cut to the end of the advertisement, which is even worse.
Miss Fair-and now-Lovely reaches the finish line of an important bicycle race (in first place,of course) and pulls off her helmet and shakes her hair in a manner befitting the actresses of the 50s that pulled off their scarves and let their hair blow in the wind, all the while seated in their huge convertibles, driven by a Cary Grant, or a Humphrey Bogart.
As her long hair cascades down her back, she poses for the paparazzi and then, putting an arm around her mother, walking down a road full of massive bungalows , says “pick one,I’ll buy it for you.”
So, what we, (you and I, dear reader, and the rest of the nation watching this stupidity) are supposed to infer, is that even if you are a brilliant sportsperson- cyclist, javelin thrower, tennis player, chess player, or successful at what you do, it all comes to naught if you aren’t conventionally good-looking.
You’re also supposed to infer that you CANNOT be considered conventionally beautiful unless you’re fair, which is terrible, considering some of the most beautiful, good-looking women ( and men) in the world are dark-skinned, like Tyra Banks, or Chiwetel Ejiofor.
Why, then, do we wonder why the young girls of today are becoming anorexic and bulimic, obsessed with their appearances and cosmetic surgery, rather than what is inside? Our ideals of beauty have become completely warped, and people have ceased to realise that beauty is a very, very relative term, and will always remain in the eye of the beholder. Thanks to this, anyone who is not absolutely skinny is labelled ‘plus-size’,’fat’, or obese.
I am completely in favour of eating healthy , but the pressure on young girls to be thin is, sadly, tremendous, and most of them bow down to it.
While it disgusts me, I am sure that the executives at Hindustan Unilever, the manufacturer of Fair and Lovely, are completely aware that their product only sells by feeding off the insecurities of millions of young girls who are just forming their opinions about the real world, have just hit puberty, and, perhaps, for the first time, have begun to care about relationships and appearances.
Since our country’s censor board is absolutely obsessive about ‘censorship’ on television, perhaps they should be fully aware of what truly needs to be ‘censored’.
Fair is foul, and foul is fairness creams.